Leighton Williams, Staff Reporter
WHETHER PARTYGOERS are seeking an intelligent nightlife or to unleash their spirits, in recent times they have had the assistance of two drink companies in the quest for entertainment.
Under differing slogans, Smirnoff Ice ('Intelligent Nightlife') and Appleton Jamaica Rum ('Unleash Your Spirit') are involved in throwing some of the biggest, 'hypest' parties to be seen on local shores in recent times. In addition to promoting alcoholic drinks, the brands have become actively involved in the local party scene. Both have been associated with several parties over the island, especially in the last year.
They went toe-to-toe in Negril, Westmoreland last weekend, with both brands hosting a series of parties in the western resort town.
"The drink is positioned as a brand for parties. Events, music and fun moments are something that resonates our brand," said Zachary Harding, the brand manager for Smirnoff Ice.
THE CHOICE
Smirnoff Ice has offered the choice of an 'intelligent nightlife' to party fans with its 'Smirnoff Experience' parties. Smirnoff Ice became popular in Jamaica early last year and has been a hit with party-goers ever since. In addition, its name has been used on countless flyers and calendar events.
Among the entertainment events that have brandished the Smirnoff Ice logo are 'Bacchanal Jamaica Carnival', held earlier in the year, 'Midsummer Night's Dream' (July 11), 'Mello Vibes' (July 25), 'Fantasia Summer Solstice Foam Mania' (June 21), 'Back Track' (June 6) and a number of other fetes, whether they were house parties or beach events.
In addition to the various forms of 'clever nightlife' that Smirnoff Ice has been promoting, they put on a huge series of parties in Negril last weekend.
"It's a holiday weekend for our core market and we consolidated all events to make it one big weekend, as we were approached by the different promoters," Harding pointed out. Among the Smirnoff Ice weekend of events were the 'Ibiza Beach Party', 'Smirnoff Ice After Party' and 'Flirt', all on Friday.
Appleton has been supplying its own version of fun and alcohol.
"Entertainment events and parties provide us with the opportunity to connect with consumers. In Kingston, where there is developed night club culture, outdoor events have taken over and they allow us to communicate so much more with our core market," said Jomo Cato, the brand manager for Appleton.
The brand has also been active in getting partygoers to 'unleash their spirits'. To get them in the mood, it has stamped its name on countless number of posters as well. Among the events are 'Hot Shots' (December 22, 2002), 'Infinity', held earlier this year, the 'Twisted Thursdays' series on the University of the West Indies (UWI) Mona campus in June and July, 'Escape' (April 23), 'Bacchanal Jamaica Carnival' and a host of other parties.
And, in addition to unleashing the party spirit in Kingston regularly, Appleton also had a host of events on in Negril last weekend, with its 'Appleton Temptation Isle' series.
The Appleton Temptation Isle series of parties included 'Temptation: The ATI Welcome Party', held on Emancipation Day. On Friday came 'Fully Loaded Negril' and the 'Appleton Wild Sunset Party'. Saturday saw the hosting of 'Stages' and Sunday saw the Appletini Bikini Party. The prices for the events started from a low of $500 for ladies and $700 for men to a high of $1,800, with the season band fetching $3,000.
"Treasure Island is events and lots of parties. We like to think Appleton dominates the holiday weekends. We have a five-year plan to make it a calendar event and invite people to the area. We held it last year as well," Cato explained.
The fact that both beverages are associated with parties in the western end of the island has prompted persons to wonder if they are going toe-to-toe for market share. However, both brand managers insist there is no competition.
"We did this weekend last year and we're giving our consumers an event that they'll be remembering. We're connecting with our consumers through the parties," said Cato.
Harding gave a similar explanation.
"I wouldn't say we are in competition with anyone, but some people on the streets see it that way. We own our own category of being an item that's ready to drink. We've raised the bar in terms of quality of events, so if others want to follow us in that area its good for the business," he said.
QUALITY EVENTS
The boast about being associated with quality events is not an empty one. Both labels spend heavily to throw good parties, whether they are sponsoring or hosting the event.
"We try to hone a memorable event in the minds of our consumers. So that's why we select certain events as we want to ensure that we are communicating a memorable experience with our consumers and that's why we select the events we do," said Cato.
Neither would say how much they spent to put on an event or what type of sponsorship deal they have worked out with other promoters.
"For the events we put on we spend five times as much as a regular promoter would and that includes bringing in overseas artistes," said Harding.
At present, to put on a popular music event, covering guest selectors, venue, security and other expenses, can run from a minimum of $200,000 to a high of close to a million for a regular promoter. Of course, five times that figure can run anywhere from a million upwards.
So far the overseas artistes brought down by Smirnoff Ice have been mainly disc jockeys. Among the DJs that have spun records are Eminem's DJ Green Lantern from New York, Miss Ibizo from Spain and Bambino from Miami.
Appleton has not been outdone. They have gone more the performer route and have brought in Machel Montano, Kevin Lyttle, Shaggy, Cam'ron and others for their parties.
PROMOTERS SPEAK HIGHLY
Whereas the parties put on by both companies have caught on, the promoters also speak highly of both brands.
"Based on the merit of the brand it can pull a crowd to the event. If it's not a brand that sponsors every drum that knock and puts on quality events, than people will come to the event," explained Rodrick Reid, one of the promoters of Mello Vibes.
Another promoter concurs.
"Yeah, I think the brand sponsoring an event can bring people out. We did a series of parties and when we served rum and coke we got a lot of males. When we served Mudslide we got mostly women, so it depends on the event and the entertainment value people will attend," said Kenneth Gharty, the promoter of 'Infinity'.
Although both Smirnoff Ice and Appleton are getting in on staging events themselves, none of the promoters with whom The Sunday Gleaner spoke felt threatened by the direct involvement of the liquor companies in the entertainment arena.
"I don't think a brand itself has the time or energy, apart from other things, to put on a session. Plus, you have experienced promoters putting on ready products which they can stick their names on or combine with them to put on good events," said Floyd Green, one of the persons responsible for the 'Twisted Thursdays' series on campus.
Although encouraging patrons to unleash the spirit or promoting intelligent nightlife, both brands say they advocate responsible drinking. They say they have gone as far as excluding minors from their events, since they want to preserve the names of their products.
